UCLA X469.21 - FALL '16 WEEK 3
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Transcript of UCLA X469.21 - FALL '16 WEEK 3
Best Practices in Social Media for the Communications Professional
Instructor: Erik Deutsch (@ErikDeutsch)#SocMedUCLA
Meeting 3 (October 24): Objections to Social Media Finding Your Voice Brands as Publishers Types of Social Media Content “Feeding the Beast” Revisiting the Final Project Template The Social Media “Toolkit” Guest speaker: Ruben Ochoa (@rubenochoa1)
Director of Digital Allison + Partners
UCLA X469.21 Fall 2016
FEAR!!!
What are companies afraid of:
1. Social media hurts employee productivity2. Our customers don't use social media3. People might say mean things about us
Objections to Social Media
UCLA X469.21 Fall 2016
Cultivate a Voice that Resonates
UCLA X469.21 Fall 2016
The goal is to get your audience to engage with your brand, form emotional connections and become loyal customers. Remember, people tend to tune out purely promotional messages.
• Treat followers like friends.
• Talk like a real person -- avoid corporate jargon.
• Highlight and share content from followers (find posts that demonstrate your product or service in use). Celebrate your fans and their accomplishments.
• Listen, respond and have conversations.
• Let loose once in a while (and have some fun).
Traditional display/banner advertising Native advertising (promoted Tweets, sponsored FB and blog posts, etc.) SEM (e.g., AdWords) Promotions
Traditional Media (news coverage, feature segments, appearances, etc.)Bloggers (but shifting from Earned to Paid) Influencers (but shifting from Earned to Paid)
Social Networking Sites, Apps, Forums, etc.WOM (word-of-mouth)
Your own Website/Blog and syndicated branded content
PAID
EARNED
SHARED
OWNED
The New Landscape – “PESO”
Know and understand the vocabulary – Paid, Earned, Shared & Owned
UCLA X469.21 Fall 2016
What is Branded Content?
• Everyone (individual, brand, organization) is now in the content creation business.
• Shared and owned media. • Distributed directly to target audiences –
no implied third-party endorsement via coverage in traditional news media.
• Sponsored posts, blogs, infographics, videos, podcasts, ebooks, mobile apps, etc.
• It’s time to become adept at content creation – text, images, video, audio, etc.
Content Marketing - Brand Journalism - Native Advertising
UCLA X469.21 Fall 2016
Types of Social Media Content
1. Marketing-focused (promotional)
2. Useful (provides utility – educational/informational)
3. Entertaining
4. Engaging (ask/answer questions; become part of the discussion)
UCLA X469.21 Fall 2016
• Assess content assets (perform a “content audit”) and build inventory
• Original content (data, interviews, event coverage, presentations, white papers, lists, infographics, timely topics, how-to/instructional, etc.)
• Repackage/repurpose/recycle • Curate • Co-create – partner with others, invite
guest posts
• Develop and maintain a social media editorial calendar
Feeding the Content Beast
UCLA X469.21 Fall 2016
Items to Include in Your Social MediaEditorial Calendar:
• Tradeshow/conference appearances
• Seasonal topics/relevant "holidays” (e.g., “national cupcake day”)
• Company milestones, product launches
• Promotions, contests, special offers
• “Evergreen” content (e.g., tips, how-to, lists)
UCLA X469.21 Fall 2016
A mix of text, images, videos and other multimedia content
Staggering increase in mobile users!
Make content easy to view and share across mobile platforms.
Be mindful of short attention spans.
Mobile-Friendly Content
UCLA X469.21 Fall 2016
Social Media Plan Outline: The Template
1. Situation Analysis (a few paragraphs – no boilerplate) 2. Goals (bullet points – no metrics/strategies/tactics) 3. Target Audiences (bullet points – demo/psycho)4. Competitive Analysis (a few paragraphs)5. Strategies (bullets) 6. Tactics (bullets) 7. Measurement (starting point/benchmarks/tools)
The Final Project
UCLA X469.21 Spring 2016